1 Technique You Need to Get Olympics-Sized Audiences
Did you breathe in the 2012 London Olympics these last 2 weeks? Even if you didn’t watch it live on TV, you must have seen clips on YouTube, laughed at McKayla Maroney memes on Facebook or clicked on Twitter trends to see what was happening. There’s no denying that there was a lot of buzz from the first ever ‘Social Olympics’. We pored over many brand and marketing articles about ‘lessons learned from the Olympics’ and it came to us one morning how ambush marketing can be applied by YouTube content creators.
Right Content, Right Time
Ambush marketing is when advertisers attempt to associate their brand with a particular event without paying official sponsorship fees. An interesting survey quoted by AdAge revealed that consumers were confused about who the official Olympic sponsors were. Even though Adidas was the third major official sponsor, 37% of online respondents thought Nike was. Nike’s “Find Your Greatness” campaign is a perfect example of this (video below). Note how it has over 5 million views while none of the Adidas videos in their “All In” campaign has even close to half a million views.
Nike: Find Your Greatness
How does the ambush marketing technique apply to YouTube creators? The single most important application is to use it to create tent-pole programming, i.e. creating topical content before and after a large publicized event. You can increase views from organic search because more people will be looking for that kind of content before and after events like the Olympics or holidays like Christmas. Picture a bell curve – it starts at a low point and slopes up to a peak before decreasing back down.
3 Points about Tent-Pole Programming:
1) Use it to capitalize on the free buzz other large companies work together to create around a particular event. It’s important to remember to make the video public well before the event day, around two weeks is recommended. For example, take a couple moments to research when the next Avengers movie, Battlefield game or Carly Rae Jepsen song is slated for release. Now make an editorial calendar and set times when you will make that review, gameplay or parody.
2) Use it to attract sponsors who are looking to create campaigns around holidays and events. As Megan O’Neill says in a SocialTimes article, “These sponsors will be wanting to work with content around these events, so by creating topical content, partners are opening their videos up to more monetization opportunities.
3) Go For The Gold – like an Olympic athlete, use it with skill and determination. If there’s anything that resonates from the Olympics for us, it is that hard work and perseverance pay off – 10 years of training, 10,000 hours of practice for just 10 minutes to show the results. Sounds like those times when you put in so many hours to make a 3-4 minute video, right? But when you hit the sweet spot, the sharing power of social video makes it all worth it. Give it your all – there ARE people out there who appreciate quality ideas.
To end this off, here are some amazing social numbers during the 16 days in case you’re interested:
- 231 million total streams were watched - 500,000 of them live (Source: YouTube)
- 150 million + tweets about the Olympics were posted (Source: Twitter)
- 80,000 tweets per minute were sent out about Usain Bolt, world’s fastest runner, during his 200m sprint (Source: Twitter)
- 14,358 to 582,912 is the increase in number of Facebook fans on US gymnast Gabby Douglas’ page (Source: Wildfire)
By Priscilla Ho, Social Media and Marketing Specialist at BroadbandTV Corp.
Questions or Comments? Email socialmedia[at]broadbandtvcorp.com or tweet @VISO